Contact your local TV and/or radio stations about teaming up to produce special events and programming around your issue. You and your partner stations might consider creating news stories on key issues in the community, while also sponsoring city hall forums, fairs, and other outreach events. The goal of partnering with your local broadcasters is to extend the value of 1.) your outreach efforts and 2.) their programming.

A great way to get your organization’s name into the local community is to sponsor or underwrite a local news program, whether television or radio. Make sure the media station (and format) you select is appropriate for your target market. For instance, if you’re looking to reach an older crowd, maybe you want to advertise on an “oldies” radio station, which plays songs that were hits in the past. If you want to reach the younger generation, you might look at a Top 40 or hip-hop radio station. If you’re looking for a sports-oriented crowd, you’ll want to place your ad in front of the folks sitting at home, watching the sports channels.

Tip: An ideal place to advertise is with talk-radio programs. National Public Radio (NPR) and similar “talk-based” formats offer an audience that is already tuned into the discussion, rather than an audience that will be annoyed by another ad that separates them from their music. Underwriting these programs on a local level will also provide you with the opportunity to support a wonderful service in your own community.

Often, radio stations will set aside time in their news schedules for taking public comment on important issues. Begin by calling the news directors of your local radio stations and asking for the chance to offer your editorial comment. (Make sure you have a good sense as to whether they cater to the audience you want to reach.) Focus on local concerns related to your work.

Consider approaching your local media stations (radio, television, newspaper) to discuss the possibility of a partnership to raise community awareness on your issue or industry. With the right spin, you will be able to broaden the awareness in your local market while also sponsoring community discussion at city council meetings, festivals, and other community events. In joining forces, you bring value to each other; your outreach efforts are improved, and the value and local impact of their programming is increased.

Offer to be available for comment or interviews on your effort. Television or radio news programs are always interested in talking with local experts who can speak to the issues faced by the community, especially during rush-hour radio broadcasts or early morning/late evening TV programming. The broader your topic, the more appealing you will be to these news producers. Contact program producers or hosts, and offer your contribution. If they like your eloquence and topic, they’ll gladly put you in front of their audience.